po polsku
illustration: DALL-EThat`s not fringe talk. It`s mainstream. Poland ranks 11th globally for greenwashing mentions in major online news sources.
Critics allege that as many as 42% of ESG-related claims are misleading. They accuse firms of selective transparency - flaunting eco-friendly highlights while burying environmental shortcomings. It`s a trust issue. When nearly 90% of surveyed business representatives admit they lack proper ESG knowledge, opponents weaponize this to discredit entire reporting efforts.
As Sebastian Bykowski, IMM’s Vice President warns, disinformation undermines all companies - even those genuinely trying to improve. The chaos is fueled by social media algorithms and generative AI, which amplify controversy and allow fake content to spread at warp speed.
From compliance to confusion - ESG’s growing pains
Despite ESG being enshrined in EU’s Omnibus Directive - binding on firms with over 1,000 employees and €50M+ in revenue or €25M in assets - 45% of companies still don’t know if it applies to them. Meanwhile, media attention is exploding: from 14,600 ESG-related mentions in Q1 2024 to 23,100 in Q1 2025. That’s a 58% leap.
There were 70 ESG-themed events in the last quarter alone, 90% of them free. Yet this informational boom has not translated into widespread understanding. Instead, it created a perfect storm for disinformation to thrive.
The ESG and the ideological skirmish
ESG has become a political football. Both the far left and right now weaponize it for ideological gain. Add to that a media environment dominated by clickbait and vague headlines, and what you get is confusion instead of clarity - skepticism instead of progress.
According to the 19th edition of the "Global Risks Perception Survey", fake news is now considered among the leading threats to global stability. For ESG-driven firms, the consequences are real: lost trust, legal exposure, reputational crises, talent drain, falling brand value - and potentially, existential danger.
IMM’s report "Disinformation about ESG in the media. Facts and myths" was unveiled at the Grand ESG conference by Fundacja Grand Press on May 9, 2025. Download the full report here.
How the media talk (or stay silent) about climate
The report "Climate Change and News Audiences 2024", published earlier this year by Reuters Institute, shows that audience engagement with climate topics has remained almost unchanged for several years.
Climate misinformation remains a significant issue. Interestingly, misinformation sources vary widely, with politicians and celebrities among the most frequently indicated.
| Source of Misinformation | Percentage of Respondents |
|---|---|
| Politicians and political parties | 12% |
| Governments | 11% |
| Celebrities | 10% |
| Climate activists | 10% |
| Scientists | 8% |
| International institutions | 8% |
| Energy companies | 8% |
| Friends and family | 7% |
| Charitable organizations | 6% |
| Religious leaders | 6% |
The problem is not only the emergence of false content but also its dissemination by public figures and influential groups. The high number of mentions of politicians and celebrities as misinformation sources shows that major media players are not always responsible for misleading the public.
COMMERCIAL BREAK
New articles in section Media industry
Who really controls the news on the internet? A study from Spain
Krzysztof Fiedorek
Analysis of more than thirteen thousand articles reveals behind-the-scenes mechanisms of spanish digital media. Left-wing portals are responsible for 50.33 percent of texts on lobbying. The energy lobby generates 63.41 percent of publications. Only one daily newspaper evaluates pressure groups positively.
Children and artificial intelligence. The generation of a global experiment is growing
Joanna Sokołowska, UNICEF Polska
A UNICEF analysis based on new data from 10 countries shows that at least 20 million children have already used artificial intelligence (AI). Many of them are ahead of adults, adopting these technologies at a pace more than three times faster.
New generations and the end of traditional news. Reuters Institute report
Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.
See articles on a similar topic:
Books, e-books and audiobooks about the media and for journalists [LINK]
AUTOPROMOCJA Reporterzy.info
Thanks to cooperation with the Amazon, we may suggest you wide offer of great reading opportunity. Studies on the history and media market, interviews, reports and photo guides. Ordering and delivering a book now only takes a few moments. We invite you for a good lecture!
The Deadliest Year for Journalism. 124 Fatalities in 2024
Krzysztof Fiedorek
The year 2024 was the deadliest for media professionals since the Committee to Protect Journalists began tracking these statistics. The tragic figures, published in CPJs latest special report, reached record highs in most monitored categories.
The Future of Journalism and Media. Predictions by Reuters Institute
KFi
74% of publishers fear a decline in search traffic. Paid subscribers are no longer growing as they used to, and relationships with tech giants are becoming increasingly complex. The report "Journalism, Media, and Technology Trends and Predictions 2025" forecasts what lies ahead for the media world in 2025.
YouTube vs. Television. The 50+ Generation Shifts to Computers
Krzysztof Fiedorek
For years, so-called "silvers" were primarily associated with traditional media like television. However, research by IQS for SilverTV and Lifetube shows that this view is outdated. The report’s findings clearly demonstrate that YouTube is becoming the new “television.”
